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Virtual community based destination marketing with YouTube: Investigation of a typology

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dc.contributor.authorSambhanthan, A
dc.contributor.authorThelijjagoda, S
dc.contributor.authorGood, A
dc.contributor.authorScupola, A
dc.date.accessioned2022-02-28T03:44:18Z
dc.date.available2022-02-28T03:44:18Z
dc.date.issued2020
dc.description.abstractYouTube has now evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different strategies of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels) and provides insights on the critical drivers and challenges embedded within YouTube-based community interactions for destination marketing. The comments made by YouTube users have been subjected to a content analysis and the results are reported under the five broad clusters of virtual communities. More broadly, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing.en_US
dc.identifier.doiDOI: 10.4018/978-1-7998-2469-5.ch065en_US
dc.identifier.isbn9781799824701
dc.identifier.urihttps://rda.sliit.lk/handle/123456789/1414
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofseriesDestination Management and Marketing: Breakthroughs in Research and Practice;Pages 1151-1169
dc.subjectVirtual Communityen_US
dc.subjectDestination Marketingen_US
dc.subjectYouTubeen_US
dc.subjectInvestigationen_US
dc.subjectTypologyen_US
dc.titleVirtual community based destination marketing with YouTube: Investigation of a typologyen_US
dc.typeBook chapteren_US
dspace.entity.typePublication

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